Sally Skinner
Available

Sally Skinner

Creative | WriterLondon, United Kingdom
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Sally Skinner
Available

Sally Skinner

Creative | WriterLondon, United Kingdom
About me
Classically trained and digitally remastered… After studying English at Cambridge, copywriting and art direction at Watford, and learning from some of the most talented people in advertising at glue, AKQA and Work Club, I decided to step out on my own as a freelance creative. Thanks to this background I have a strong understanding of strategy, giving depth to my concepting skills. I’m happy coming up with ideas, executions and copy on my own, or as part of a team. I also try to bring the highest standards of crafting to my work, with sharp writing and original art direction. Since going freelance I received a Distinction for an MA in Creative Writing, which has honed my ability to write scripts and editorial, as well as my own fiction. As a new mum, I'm now looking for a fresh challenge. I'd like to explore using my creative and wordsmithing skills in a company or brand I love, potentially in a different sector like publishing or the arts.
Projects
  • Open House at PizzaExpress
    Open House at PizzaExpressThe good old 'bring your own bottle' concept is experiencing a revival in Australian dining, and catching on across London and Paris. PizzaExpress decided to trial it as a Sunday night offering, encouraging customers to hold off the Monday blues with a relaxing meal out with friends. I came up with 'Open House' as a name for this initiative, helping to create a 'special event' ambience that feels warm and inviting.
  • my John Lewis
    my John LewisWhen I co-led the winning pitch for my John Lewis, it was to launch something far beyond your run-of-the-mill loyalty program. Instead of the usual points and prizes, this card is designed to enhance the relationship between the brand and its customers in much more personal, data-savvy ways. The more customers use the card, the more John Lewis is able to understand their shopping behaviour, and reward them with exclusive previews, offers and events specially selected for them. Careful to present this value exchange transparently yet positively, we crafted launch collateral including the card, a welcome pack, point-of-sale posters and leaflets, plus direct mail and emails, all under my strapline 'Inviting you in'.
  • Freelance filmmaking
    Freelance filmmakingI've had a surprising amount of fun concepting, scripting, storyboarding and creatively directing a number of internal films (for Ladbrokes, Vodafone, John Lewis, M&S, and the travel group TUI). Unfortunately they're too confidential to post here, but here's the creative skinny... An Incredible Journey Ladbrokes wanted something that summed up the transformational work they'd done with SapientNitro. There were lots of facts and figures to deliver, so I geared each creative decision towards adding as much personality as possible. I scripted the story of this partnership as 'An Incredible Journey', illustrated by animated infographics in red, black and white (colours that nod to the brand identities of both the client and the agency). To emphasise the sense of upward progression, the animation unfurls as the frame pans up and up a long, vertical canvas. A few eyebrows were raised when I first suggested the theme to the 1950's Western The Big Country as a soundtrack, but its pioneering spirit really lifted the visuals and glued the film together. Click the image below to see a few key frames.
  • Freelance copywriting
    Freelance copywritingThe Girl Effect is a fantastic movement, set up by the Nike Foundation (and others) to champion the world-changing potential of adolescent girls. I was very happy to write film scripts and copy for the brand new website, helping to define a tone of voice that is credible and serious but retains that trademark Nike flair.
  • Volkswagen Plasters
    Volkswagen PlastersCommunicate a value message in direct mail: perhaps not the most inspiring of briefs... So we recast it as an opportunity to contribute to the history of great VW ads, dating back to the era of Mad Men! We needed a cut-through, 3D but affordable idea to tie in to the well-known ATL campaign about 'unbelievable value'. Focussing on the physical effects of shock, we hit on sticking plasters as a gently witty way of lifting the piece. The envelope engages recipients by warning them to avoid sharp edges while opening. Inside, the brochure and letter detailing Volkwagen's shockingly good offers are accompanied by a sheet of branded plasters, "just in case..."
  • Nokia MiniMO
    Nokia MiniMONokia wanted to connect with students by teaming up with MOFILM, a pioneer in made-for-mobile content that attracts big name talent like Kevin Spacey and Spike Lee. All very well for film students and movie buffs, but what about your average stude? Cue MiniMO, our competition designed to students to grab their camera phone and some mates, and start having fun making films. The main vehicle for this is our Mobile Filmmaker's Bible, a pocket-size booklet gorgeously illustrated by Holly Wales. We challenge students to reshoot an iconic film scene, set on their campus. Whether they choose to recreate Napoleon's dance on their main hall stage, the Coyote Ugly girls' service in (or on) the SU bar, or a certain Titanic moment on a corner of fire escape railing, the Bible's full of handy hints for recreating those classic shots on the small screen. And all you need is a roll of duct tape - who knew?
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Work history
    F
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    Senior CreativeFreelance
    London, United KingdomFreelance
    Providing creative and copy for agencies including Creature, Google Creative Lab, HAVAS, Isobar, MullenLowe Profero, Nike Foundation, Proximity, Publicis, Sapient Nitro, Tribal DDB, etc. Alongside completing a creative writing MA (which lead to a fun spell in an app studio, working on ideas and scripts for young children) I've created campaigns, executions and copy for brands including Adidas, PlayStation, Nokia, Ladbrokes, Vodafone, McLaren, M&S, Bacardi and Volkswagen, and co-led a winning pitch for John Lewis.
    Creative Lead
     - London, United KingdomFull Time
    Leading the creative team on several accounts and successful pitches, presenting to and liaising with clients, mentoring junior and placement teams, spearheading digital innovation, representing Work Club in inter-agency projects. Accounts: Coke, Nokia, PizzaExpress, Alfa Romeo, Kraft (Mellow Bird’s), Plum Baby, Dyson, Sony BMG (Dido), Top Gear, 118118.
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Skills
  • Concepting
  • Copywriting
  • Copyediting
  • Art Directing
  • Script Writing
  • Storyboarding
  • Creative Writing
  • Digital Advertising
  • Integrated Advertising
  • Creative Direction
Education
    MA Creative Writing
     - London, United Kingdom
    A technical and academically rigorous writing programme, led by Sir Andrew Motion.
    PG Diploma Copywriting and Art Direction
     - 
    An advanced, vocational course focussing on craft skills and creative strategy.
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